Digital Marketplace
Company in the benefits and payment solutions sector
São Paulo, Brazil - Dec / Apr 2021
Service Design | Business model
In the context of an increasingly digitalized market, the implementation of an online relationship channel represents a strategic opportunity to strengthen connections and expand revenue streams.
Aligned with this vision, a feasibility study was developed, along with the modeling of a digital marketplace to meet the needs of commercial establishments.
The Project
The goal of the project was to understand the needs of commercial establishments and create a digital marketplace that offered a complete catalog of products for business maintenance and meal preparation. This solution allowed establishments to centralize their purchasing and supply management processes more efficiently, providing a smooth and accessible shopping experience.
By consolidating supply management into a single digital channel, the initiative not only enhances the user experience but also optimizes internal processes, offers opportunities for ongoing relationships with suppliers, and strengthens customer loyalty by facilitating access to a wide range of products and services.
The Research
The goal was to map the internal perception of the alignment with a digital sales channel and identify how different departments could contribute to the creation of the marketplace.
Key result: Creation of a Stakeholder Map, visualizing interactions between internal areas and the direct impacts of the marketplace on each one of them.
Business understanding
Stakeholder Map
Interviews with Establishments
Focusing on the end user, qualitative interviews were conducted with pre-selected establishments (30 interviews). This phase aimed to understand the needs and pain points in the current process of acquiring supplies and explore expectations regarding the marketplace as a digital supplier. The interviewees were divided into groups based on business size (small, medium, and large) and the level of business digitalization (digitized, semi-connected, and disconnected).
Key result: Development of Personas, allowing the team to align with the real needs and aspirations of the end users.
Personas
Operation modeling
Based on the insights gathered, a detailed Service Blueprint was developed, outlining all the interactions, flows, and systems necessary to enable the marketplace's operation.
This artifact provided a systemic view and guided the service development, ensuring a focus on the personas and their respective journeys. It was instrumental in identifying key touchpoints, ensuring alignment between departments, and establishing a clear structure for delivering the desired user experience.
Service Blueprint
Phases for implementation
Phase 1 – Local Implementation
The service restricted to a specific area allows for identifying operational bottlenecks, mapping order patterns, and evaluating the initial adaptation to the digital channel.
Phase 2 – Regional Expansion
As the service expands to a broader region, the vendor integration process becomes more structured, ensuring predictability in both sales projections and operational and digital alignment.
Phase 3 – State/National Scale
With consolidated operational maturity, the third phase focuses on defining a strategic roadmap to expand the solution to new regions.
Implementation roadmap
Target audience
Medium-sized businesses – The ideal audience
With greater digital familiarity and a consistent purchasing volume, they are the ideal starting point for a structured adoption of the channel.
Small businesses – Growing at the right pace
With a more informal management style, adoption happens gradually, valuing proximity and building trust.
Large enterprises – Strategic connection
With structured processes, the best approach is to engage them organically and offer value as the channel matures.
Results and Impact
The project provided valuable insights into user alignment and needs regarding the digital marketplace:
Strategic positioning: Clarity on how to position itself in the digital market and strengthen its connection with the network establishments.
User-centered innovation: The creation of personas and the blueprint helped identify service improvement points and generate new business opportunities.
Operational efficiency: Centralizing purchases and supply management simplified processes, promoting efficiency gains for the establishments.
Expansion of organizational knowledge: The company deepened its understanding of internal and external relationships, creating a foundation for future developments.